Apple’s Vice President of Product Marketing, Greg Joswiak, said in a recent interview with Tom’s Guide how proud Apple is of the notch on iPhone X.

While there’s been much debate on the notch (I personally don’t mind it), Apple sees it as one of three huge steps forward for mobile phones. In Tom’s Guide list of most innovative technology of 2017, they highlight the Super Retina Display, Face ID and the A11 Bionic chip as the reasons iPhone X stands out.

“With all of those components, this is one of the most densely packed technology areas I think we’ve ever done,” Joswiak told the publication. “It’s one of the most sophisticated pieces of technology we’ve ever done in such an incredibly small space.”

The executive went on to highlight the difference between Apple’s facial recognition technology and others, pointing out the company’s signature strategy of not necessarily being first to market with an idea, but how to do it right.

Forget all those stories you heard about us trying to map fingerprints into the back. We had a line of sight on how to do real facial recognition, in a way never done before. It would be really hard to do, but we just didn’t want to do it the way others had, which could literally be spoofed with a picture.

If you have a moment or two, you can check out the rest of the list of innovative products and read the rest of Greg Joswiak’s comments over on Tom’s Guide.

Do you agree that the notch is more of an impressive feature than a detraction? This is coming from the VP of marketing, for goodness sake! Let us know your take below.